The Ugly Truth Campaign Connects Pet Feces to Smoking

By: Alexander Lam - Published: Jun 13, 2013 • References: thetruth & designtaxi
In an effort to curb smoking, anti-smoking organization Truth created a campaign that will make you gag called ‘Ugly Truth.’ The stunt aimed to educate the public about how disgusting smoking is by linking it to pet feces. Claiming that cigarettes and feces share some of the same components, Truth set out to make it very real.

A large display was setup where a stuffed dog and cat released fake feces into tubes. After letting spectators choose whether dog feces or cat urine is more disgusting, the installation reacted to their choice.The campaign also included a social media portion with spectators being asked to vote using hashtags. Users could vote using the tags #votePOOP or #votePEE. Stats for Fecal Smoking Campaigns Trending: Older & Mild
Research: 2,477 clicks in 153 w
Interest: 0.5 minutes
Concept: Ugly Truth
Related: 52 examples / 40 photos
Segment: Neutral, 18-55
Comparison Set: 19 similar articles, including: backbreaking cigarette ads, horrifying anti-smoking campaigns, and substance parallel-pulling psas.